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Brand Extension
5 pages (1250 words)
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...Brand Extension - Can it endanger a brand or is an essential brand growth strategy ID 19714 Order No. 282593 [Name] [University Name] [Course Name] [Supervisor] [Any other details] 20 March 2009 Table of Contents: Introduction: In this short essay, the author presents a theoretical framework of brand extension and an argument whether the same is a sound growth strategy or else can prove to be disastrous to the existing brands in the event of customers getting confused and getting defocused from the primary competencies of the organization thus leading to their dilution. Brand Extensions... - A Theoretical Framework Brand extensions are carried out...
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Brand Extension
3 pages (750 words) , Download 2
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...Brand extension College Brand extension Coke is one of the world's largest admired brands; it is non-alcoholic beverage and is certainly not a stranger to global marketing. It is now sold in more than 200 countries worldwide. Coke is one of the most recognizable brands on the planet and also owns a large portfolio of share market. Due to the brand loyalty and awareness coke enjoy, it will be much easier to sell another product with coke similarities because consumers of coke will be more likely to buy the product (Chien & Moutinho, 2007). The new product will be a soft drink and it will have to share a name with coke, for example, giving it a brand name meal coke. The product will be sharing...
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Brand Extension Marketing Plan
2 pages (500 words)
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...Brand Extension Marketing Plan Positioning The target market segments for the Al-Mara Crème and Soap include ladies living within the vicinity of Lavington Green Village and households within the same area. The women in the area belong to the high class segment which involves luxury living. Their taste is that of using products that make them feel good and that which reflects their high status in society. Al-Mara Crème and Soap has a sweet smell that makes users feel good about themselves. They get the confidence to interact with other people because they stay fresh throughout the day. The most distinguishing feature for our product is that it will make...
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Brand Extension Marketing Plan
2 pages (500 words)
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...Brand Extension Marketing Plan Kaplan December 29, Brand Extension Marketing Plan 3.0 Marketing Strategy 3 Mission The main objective of the brand extension strategy is to reduce formalities associated with the launch of a new product (Berry, & Wilson, 2001). Thus, Clean-So aims to utilize existing Al-Mara brand, as a platform to launch a new product. Although Clean-So seeks to increase its sales, it is concerned with the quality of its products. Moreover, the company aims to meet the expectations of its customers by establishing a brand that meets their lifestyle. The brand extension project is a twofold strategy aimed at utilizing existing resource to create utility. 3.2 Marketing... Alisha Allen Brand ...
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Brand Extension for Reducing Risks
10 pages (2500 words)
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...Brand Extension as a Strategy for Reducing Risks In New Product Development in the Food Industry Companies that choose to stay in one place and make do with its signature products, proven moneymakers though they may be, will run into trouble if not go out of business sooner or later. Diversification and innovation are imperative for business growth and expansion, and this means coming up with new products to boost a company's product line. Herein lies the problem because developing a new consumer product is a costly, high-risk business proposition. Companies so inclined have to start practically from scratch, especially if the product they have in mind is totally new and unproven. Even... ...
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Principles of Brand Extension and its Rationales
3 pages (750 words)
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...Brand Extension and its Rationales Brand extension is one of the factors undertaken by organizations that can determine the success or failure in the market. The paper will explore the meaning and rationales of brand extension. In addition, other related factors and issues will be discussed. Principles of Brand Extension and its Rationales Brand extension is a good strategy to increase the input of a certain company in the market (Gelder, as cited in Kapferer, 1997). Thus, exploring new ideas through this paper to know how and what to consider before conducting a brand extension. A brand’s name has been identified as a polo shirt together with the ways of how to create its extension... ? Principles of...
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Aaker and Keller's brand extension theory
3 pages (750 words)
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...Brand Extension Strategies with Consumer perceptions ID 19714 Order No. 283886 [University Name] [Course Name] [Supervisor] [Any other details] 24 March 2009 Table of Contents: Introduction: This short essay presents the perspective of consumers in evaluating brand extensions by a company. The author has presented discussion on the theory by Aaker and Keller (1990) and self perspective about this subject. Aaker and Keller model about consumer perceptions of brand extensions Aaker and Keller presented the original work on brand extension theory that triggered multiple researches in many countries. The primary task of marketing strategists... : (a) Hypotheses 1: If the consumers...
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Why do Brand Extension Strategies Fail
8 pages (2000 words) , Download 1
...BRAND EXTENSION STRATEGY: Different strategies and techniques are being used by the organisations in order to manage the brands and increase the brand value and worth (Mzungu, Merrilees, and Miller, 2010). One of the important strategies in this regard is of the brand extension. The strategy of brand extension is being used by the organisations in order to cope up with different challenging situations and overcome the competitive pressure in the industry. According to the Han (1998), the brand extension of strategy have...
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Brand Extension Marketing Plan
2 pages (500 words)
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...Brand equity of the product will be built by advertising the product to the market. Keys to Success The success of the company will be determined by factors such as; promotion of the product, the quality of the product and the level of competition in the market (Winer, 2004). Critical Issues The threats and weaknesses of the company will be minimized by working on the weak areas as a company. The management will also need to coordinate all employees to ensure that all... Identifying and Assessing Marketing Opportunities Situation analysis Market Demographics Clean-So Company mainly focuses on the individuals staying in Lavington Green Village and its vicinity. The product also majorly targets the females ...
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The impact of Brand Extension on Brand Personality. Caterpillar and Burger King
46 pages (11500 words)
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...Brand Extension on Brand Personality [Supervisor Table of Contents Table of Contents 2 List of Tables 5 Abstract 6 Chapter One: Introduction 7 1.1 Background 7 1.2 Company Profile of Caterpillar 9 1.3 Company Profile of Burger King 10 1.4 Project Aim 10 1.5 Objectives 10 1.6 Research Hypothesis 11 1.7 Research Questions 11 1.8 Structure of Report 11 Chapter 2: Literature review 13 2.1 Brand Extension 13 2.2 Consumer evaluations of brand extensions 14 2.3 Theory of Planned Behavior: 15 2.4 Successful Brand Extensions 16 2.5 Unsuccessful Brand Extensions 16 2.6 Categorization Theory: 17 2.7 Brand image 17 2.8 Brand Equity 18 2.9 Difficulty to manufacture the Extension Product 19 2.10... ? The impact of...
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1. Effective positioning is vital element of international brand strategy. 2.Critically evaluate an integrated marketing communications campaign for on international brand. 3. Discuss why a company would launch a brand extension into an international mark
6 pages (1500 words)
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...brand extension into an international market. To begin with, brand extension may be termed as the extension of a new product category normally under the main or parent brand. The brand name, from which its extensions are made, constitutes the parent brand. Studies reveal that extensions may take place under two state; banner names or product categories (McGrath 2005, p. 19). Various reasons as to why a company... MARKETING By Lecturer: of Affiliation: and Marketing Effective Positioning Is Vital Element of International Brand Strategy According to research, positioning is a category of marketing communication that has a significant responsibility in improving the desirability of international brand. This ...
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Discuss why brand extensions are an important brand growth strategy
1 pages (250 words)
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...Brand Extensions Brand Extensions Brand extensions have faced both criticism as well as approval from the experts. Those against brand extensions believe that due to brand extensions, consumers experience confusion and the manufacturers might lose their focus on their main brand. Today, several products that are homogeneous in nature are overwhelming the consumers and brand extensions can be a great way in helping the consumers in making their choices in an easier manner....
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BRAND LOYALTY
2 pages (500 words) , Download 1
...branding, like the Kellog Brand. The second is a Range Brand, like Share wood. The third is an Individual Brand, like Proctor & Gamble. The fourth is the Company Brand, like Mercedes Benz. The last is the Leveraging Brand or Brand Extension, like Kodak’s Phantom film. Brand extension is debatable. The pro side of Brand extension is the sub-Brand receives an amount of loyalty because of the parent Brand. The drawbacks for Brand extension is possible buyer shift to the cheaper sub-brand version; the second is the risk that extending the brand down will taint the brand name. Increasing Brand Loyalty in the hospitality industry is made up of total consistency... Brand Loyalty defined by Peter...
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Brand management
11 pages (2750 words)
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...Brand Extension Brand extension in a company refers to the development of new products related to the parent brand, brand improvement or even brand variation. Brand extension within a company aims at sourcing new customers or leveraging the value of the parent brand by satisfying the diverse needs of the target customers. Brand extension is a two sided knife that can either lead... BRAND MANAGEMENT, MERCEDES College Brand Management, Mercedes Brand Identity Mercedes-Benz is a decades old company that specializes in automobile manufacturing. The company utilizes the motto “Best or Nothing” to describe their cool automobile brands that have attracted many customers across the world. This brand is used for ...
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International strategies for brand extensions: the road from Russia to the UK
50 pages (12500 words) , Download 1
...Brand Extensions International Strategies for Brand Extensions [Institute’s Executive Summary As the world has become a globalized stage, organizations have constantly strived for establishing their image as a global brand. For this, they have adopted and practiced numerous strategies for the growth and success of the brand name. In this regard, brand extension is one of the common and frequent strategies followed by several organizations. However, this paper has investigated the impact of international strategies for brand extensions upon the brand reputation and consumer innovativeness. The research came under performance in the form of qualitative... ?Running Head: International Strategies for Brand...
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Brand Implementation: Report and Plan - Blackberry Case Study
8 pages (2000 words)
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...BRAND IMPLEMENTATION Brand implementation Introduction Blackberry is a brand that is associated with the production of mobile devices. The brandis popular for the production of mobile devices that are of high technological standards. However, recently there has been a decline in the level of innovation and creativity in the development of new products. This makes them competitively disadvantaged when compared to competitors such as Samsung, Apple, and Google. Blackberry has come to the realization that there is a need for changing the brand’s identity towards a younger, fresher, and more creative appearance. Therefore,...
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Marketing debate
2 pages (500 words)
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...Brand Extensions Good or Bad? - Introduction Brand extension is about introducing a new product to the markets under an existing brand name. (Stephenson 2008) With regards to the controversy of applying brand extension, there is a truth behind the fact that brand extension can either cause do good or do more harm on the profitability of a company. Despite the possible loss of business opportunities, the use of a strategic planning could lessen the degree wherein brand extension will contribute harmful effects over the annual revenues of the business. For this study, several factors that will prove that brand extensions are good in terms of being used as a growth strategy... Marketing Debate - Are Brand ...
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Giorgio Armani Brand
7 pages (1500 words)
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...brand architecture of Giorgio Armani, and present a brand extension model (Armani 2011). Detailed findings SWOT Analysis for Giorgio Armani Strengths The brand’s personality-based and uniquely designed products, which are among the best, globally The brand’s unique design, which helps differentiate it from competitors The characteristic feature of the clothes and apparel, which are hand stitched compared to the ordinary machine-stitched products The brand’s presence among international sports players and teams These areas identify the policies and the formulas employed for the brand which gives it an edge...  Introduction Giorgio Armani was started in 1975. The designer developed apparel and...
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Managing the Environment (MEWK3 DQ2)
2 pages (500 words)
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...brands and branding strategies, brand extensions are an important brand growth strategy. Foremost is that brand is an asset, although it is an intangible one, which needs to be managed by its owner. An asset without being put to use becomes a liability. Kotler and Keller said that as companies begin to recognize that "one of their most valuable assets is their brands" (2008, p. 279), these companies will begin to find ways on how to leverage on these assets. One leveraging technique is brand extensions. Brand extension is the introduction of a new host of products under some of a company's strongest brand names (Kotler & Keller 2008, p. 280... My position is, based on my readings and analysis of brands...
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Branding Master Essay
4 pages (1000 words)
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...brand development and brand extension strategies. The risks and factors that are associated with a new product introduction lead to the significance of the branding strategies. The study has been designed to illuminate and emphasise the importance of brand extension strategy in launching new products as well as for the further advancement of the company's operations. In other words, this report supports the fact that the brand extension strategy is the most feasible for a company with an existing brand name to launch a new product in the market... INTRODUCTION This report provides an insightful study of the two strategies for launching a product successfully into the market that are known to be as new...
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Brand marketing
7 pages (1750 words) , Download 2
...brand is termed as brand equity. Name, symbol, design or logo of a brand enhances the brand equity (Ridley, 2008, p.13). Brand associations, brand loyalty, brand awareness and perceived quality are considered as the key components of brand equity (Mansvelt, 2010, p.103). Brand extension is another key aspect of branding. Several leading global organizations are implementing this brand extension strategy in order to increase the market share in global market place. However, it is quite important for the brand owners to develop a brand in a proper and strategic way (Doole and Lowe, 2008, p.79). A strong brand name can ease the business operation of an organization as it has... ? Brand Marketing Table of...
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Marketing (brand management question)
4 pages (1000 words)
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...brand HP though they have names and are under different product category. It enters the market of palm tops easily despite the effort by Palm Plc. In contrary to that, a "house of brand" would be a company that markets a range of brands. A classic will be the Procter and Gamble (P&G). It comprises a lot of brands from different product categories such as Duracell the battery, Pantene the shampoo, Olay the beauty products, Mr. Clean the household cleaner, Braun the oral care products and many more. 3. Discuss the risks and benefit of brand extension. Research detailed examples of each. The benefit for a company to use a successful... 1. Describe the differences between branding for business markets...
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Brand management in Irelands indigenous sector
3 pages (750 words)
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...brand management (brand awareness, brand image, brand recall and brand extension) of three Ireland companies over their communication and brand equity. 1.3. Academic and Managerial Relevance of the Subject In reference to academic relevance, this research pretends to support empirical evidence to the field of marketing metrics. The suggestion of Rust et al. (2004) about search for empirical support to the chain of marketing activities has been taken into account. With respect to managerial relevance, this research pretends not only to tell the board that brand management contributes... to the company, but also to give them the effectiveness of marketing in money terms. 2. Description of...
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Brand development plan
10 pages (2500 words)
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...Brand Development Plan Contents Sub Page Number Introduction………………………………………………………………………………3 Development of new Brand……………………………………………………………….4 i. Brand Name……………………………………………………………….4 ii. Logo Design……………………………………………………………….5 iii. Slogan…………………………………………………………………..…7 iv. Positioning…………………………………………………………………8 v. Secondary Association……………………………………………………9 vi. Legal Protection……………………………………………………………10 Communicating the new brand……………………………………………………………..10 i. Marketing Communication………………………………………………….11 a. Advertising……………………………………………………..……11 b. Personal selling……………………………………………………..12 c. Sales promotion………………………………………………………12...
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The Strategy Behind the Brand Building
2 pages (500 words)
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...brand failing quickly after its launch. The study identifies the major components associated with brand identity, i.e. brand strategy attributes, brand identity elements, the target audience, and brand applications, and converts them into a visual branding tree by explaining the brand identity process and design procedure. This is invaluable to designers, marketers, researchers, and brand supervisors. It may possibly save time and money in the long run, not to mention keeping all the elements consistent with the brand management process....
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Brand Audit
5 pages (1250 words)
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...Brand extension is already done with the retail segment named as target country. However, the competition is the never ending phenomenon and the brand audit and the brand equity play the vital role to hold the strong position within the market. New product profile development: Target is basically an Umbrella Brand which has many stores in same kinds of format with same brand name (Zentes, Morschett and Schramm-Klein 2007, 125). However, to maintain the brand equity it must keep on updating its product... Brand Audit: Target Target is a well known retail store for the home appliances and merchandises for babies in the Australia. Branding isall about powering the product. Target is not just another...
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Brand Audit
5 pages (1250 words)
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...Brand extension is already done with the retail segment named as target country. However, the competition is the never ending phenomenon and the brand audit and the brand equity play the vital role to hold the strong position within the market. New product profile development: Target is basically an Umbrella Brand which has many stores in same kinds of format with same brand name (Zentes, Morschett and Schramm-Klein 2007, 125). However, to maintain the brand equity it must keep on updating its product profiles in the stores... ?Brand Audit: Target Target is a well known retail store for the home appliances and merchandises for babies in the Australia. Branding is all about powering the product. Target is ...
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Missoni Brand Architecture
6 pages (1500 words)
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...brand “put-together” of zigzag motifs, stripes, waves and slub yarns in a patchwork of geometric and floral jacquard” (Missoni). Consequently, these patterns have become synonymous with Missoni and they have defined the company’s operations since its establishment. Importantly, the firm has been able to combine the fame from the runway with the product providing to its market, which happens to be primarily high-end market (Gale and Kaur 11). On the other hand, Missoni has diversified as part of its brand extension, and ventured into other industries... Introduction Most of the famous brands in the world develop from humble beginnings. The case is not different for Missoni. As a company it was started by...
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Consumers' Attitude toward Brand Extensions
48 pages (12000 words)
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...Brand Extensions: of Candi Newcastle MSc International Marketing Consumer Attitudes towards Brand Extensions: Dissertation submitted in partial fulfilment for an MSc International Marketing Name of student Newcastle University MSc International Marketing Confirmation I confirm that this report is my own work and that all sources are fully referenced and acknowledged. I give / do not give permission for this dissertation to be made available for viewing by future students via Blackboard. Word count: 11,928 (signature)……………………………………,(date)……………….. Acknowledgements I would like to take this opportunity to thank those who helped to contribute to the work that was put... Introduction 14 2.2...
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Influences Affecting Consumers - Evaluating Basic Marketing Techniques
2 pages (500 words)
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...branding also used to create and position a launch a new product. One of the prime examples could be Adidas and Polar Electro. Both Adidas and Polar Electro created project fusion that integrates heart rate, distance and speed monitoring product into the sports apparel. Apple and Nike developed Sports kit which is a wireless system that allows shows to talk to an iPod. Opportunities of Brand Extension with Examples One of the most important changes in the world of marketing has been the proliferation of the brand extensions. Managers mainly use brand extension under the assumption that the brand association such as the quality, ability, status and reliability would... Influences Affecting Consumers -...
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Brand Companies Sales and Business Law
3 pages (750 words)
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...Brand equity is one of the most valuable assets a company possesses. One popular strategy that companies use to build and leverage equity is using brand extensions that launch new products with the original brand names, in this case Coca Cola. Successful... Business law assignment Justice Kennedy ruling on pomegranates Many businesses exaggerate or even lie about their products to boost sales. They might do it through advertisements or labelling of the food substance. Not only should it be unethical, but also illegal. The Coca-Cola Company underwent thorough interrogation process for labelling their juice as pomegranate but in real sense, it was just grape and apple juice. Their defence was that the c...
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To Build a Strong Brand within the Fashion Industry
16 pages (4000 words)
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...Brand within the Fashion Industry: A Multiple Case Study Approach Contents Literature Review 4 Introduction to Brands 4 Benefits of Branding 5 Types of Brands 6 Brand Awareness 7 Brand Equity 7 Brand image 8 Brand Extension 9 Brand management strategy 9 Brand Name 10 Building brands 10 Quality 11 Positioning 13 Repositioning 14 Communications 14 Long-term perspective 16 Internal marketing 16 Co-Branding 17 Summary 19 I do not expect too much, I just hope your researcher do the revision where I highlighted. And this is last revision. That is all. 19 References 20 Bibliography 23 Literature Review Introduction to Brands A brand can be defined as a sign, term, symbol or design... ? To Build a Strong Brand...
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To Build a Strong Brand within the Fashion Industry
17 pages (4250 words)
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...Brand within the Fashion Industry: A Multiple Case Study Approach Contents Literature Review 4 Introduction to Brands 4 Benefits of Branding 5 Types of Brands 6 Brand Awareness 7 Brand Equity 7 Brand image 8 Brand Extension 9 Brand management strategy 9 Brand Name 10 Building brands 10 Quality 11 Positioning 13 Repositioning 14 Communications 14 Long-term perspective 16 Internal marketing 16 Co-Branding 17 Summary 19 I do not expect too much, I just hope your researcher do the revision where I highlighted. And this is last revision. That is all. 19 References 20 Bibliography 23 Literature Review Introduction to Brands A brand can be defined as a sign, term... To Build a Strong Brand ...
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Brand makrketing
10 pages (2500 words)
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...branding worked well for Kellog and Healthy Choice Cereal, and for Eggo and Special K frozen waffles. Another possible strategy is brand extension, in which the company promotes a new product by riding on the popularity of an existing product. This means that the company with a new brand of breakfast cereal takes advantage of the brand personality already achieved for an existing cereal product. A good example is the way Adidas successfully extended its prestige brand for men's athletic shoes to T-shirts and deodorants for men. The company should remember that brand is the sum total of all that is known, thought... Brand Marketing: Building A Strong, Lasting Bond Between Brand and Buyer...
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Success in Business: A Brand Equity Perspective
10 pages (2500 words)
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...branding and its outcome. Product Equity: Product equity or the value associated with a product is a significant factor in the marketing of the products. The products performance and the reviews from the existing customer’s guides increase the product equity. In today’s business environment it is extremely important for any product in the market to have considerable high value attached with the product equity so that it may sustain in the market. Other than the age old product performance and the price factor constituting the product equity, another parameter which has been in extensively popular in the recent times is that of the concept of branding. The brand value... The study has been mainly...
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Brand Management: Main factors, New Trends and Research Gaps
42 pages (10500 words)
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...brand knowledge and suggest how these changes might be related to the effectiveness of different marketing mix actions. Marketers should evaluate potential extension candidates for their viability and possible feedback effects on core brand image. Brand extensions capitalize on the brand image for the core product or service to efficiently inform consumers and retailers about the new product or service. Brand extensions can facilitate acceptance of the new product or service by providing two benefits: first, awareness for the extension...
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Global Marketing Management
8 pages (2000 words)
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...brand which filled the void in the premium market segment and gave middle-class Russian consumers a product, which could boast superior quality but was cheaper than imported premium-class vodka brands. Strengths and Weaknesses of Brand Extension Strategy Russian Standard initially targeted consumers of the premium segment, emphasizing the importance of the historical traditions in Russia. With this in mind, the brand extension strategy for Russian Standard vodka had to communicate a simple and explicit message of “embraced past... ? 15 July Global Marketing Management Positioning, Branding, and Competitive Advantage Russian Standard vodka was initially designed to target middle-class and premium segment...
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Samsung Electronics Brand
40 pages (10000 words)
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...brand 11 2.2 Brand personality 14 2.3 Brand management 17 2.3.1 Brand Equity 18 2.3.2 Brand Loyalty 20 2.3.3 Brand Awareness 22 2.3.4 Brand Association 23 2.3.5 Brand Extensions 25 2.4 Brand image creativity 27 2.5 Branding by Samsung 28 Chapter 3 Research Methodology 31 3.1 Introduction 31 3.2 Quantitative Research Methods 32 3.3 Qualitative Research Methods 32 3.4 Rationale to Use Qualitative Research Methods 33 3.5 Research Philosophy 33 3.6 Techniques for Data... How Samsung Electronics Built up a Powerful Brand in Electronic Market It is now a common perception that branding is a fundamental element in ensuring the success of any business and more specifically the consumer electronic business....
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Brand management Hoyts Cinema
4 pages (1000 words) , Download 1
...Brands and Branding. New Jersey: Bloomberg 2009. George, S. "Extension Strategies – Brand Equity. Journal of Product Branding. Vol. 7(3) 2009 :112-143. Floor, K.. Branding a store: how to build successful retail brands in a changing marketplace. London: Kogan Page Publishers 2006. Heding, C., Knudtzen, F. and Bjerre, M. Brand management: research, theory and practice. London: Taylor & Francis 2009. Jelsema, Martin. Performing the Brand Audit. Google documents. 2008. Web. Retrieved 14 January 2012. Available at:
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How the brand portfolio adds value to their stakeholders
12 pages (3000 words)
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...branding is that having high brand equity enables Zara to enjoy the benefits associated with brand extension. In general, a brand extension is defined as the use of an existing brand name for entry into a new product category (Aaker & Keller, 1990). When compared to a new brand name, the use of brand extension requires lower advertising costs in exchange with higher sales potential (Smith & Park, 1992). In fact, a successful brand extension contributes to higher brand equity to the original brand (Dacin & Smith, 1994). As a result of having a positive branding, Zara is able to capture a huge circle of loyal consumers who are willing to purchase the latest fashion... How Brand Portfolio Adds Value to...
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Brand Management
18 pages (4500 words)
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...branding: The group embarked on re-branding of its operations, and engaged in a wide advertisement campaigns to this effect highlighting ‘ethics and diversity’ in its business to position itself in the market place with a distinct advantage over its competitors. Extensive distribution mechanism established over a period of time with distribution centres spread across the county should... Brand Management Introduction The Brand ‘The Cooperative’ has a significant historical background with democratic principles in business as the basis, and about 140 years of history. The responsibility of the organization is different from the businesses controlled by stakeholders or shareholders as far as the profit...
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Creating Brand Equity
8 pages (2000 words) , Download 1
...brand to lend its name to the new product under its portfolio or would it be better off alone if it creates channel conflicts or confusion among closely associated or cross-marketed goods which has a potential for cannibalization of established market shares from its own portfolio. Marketing gurus Jack Trout and Al Ries seem to confer in their seminal work "Positioning" with a whole chapter on "The Line Extension Trap". In both works, a long term view is wisely advocated as brand equity can be greatly improved or diminished by these decisions. Achieving Marketing Breakthroughs through Superior Brand Strategy... CREATING BRAND EQUITY Introduction The pursuit of brand excellence can be likened to the...
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McDonald
3 pages (750 words)
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...Brand extension is one... McDonald Introduction McDonald’s is a powerful leading multinational fast food chain in worldwide. They began their journey in the year 1955 by introducing only seven outlets. Presently they are operating in 119 countries. The company has more than 31,000 outlets globally. The history was started in the year 1950. Two brothers Mac McDonald and Dick operated first McDonald’s hamburger café. Slowly and gradually from the year 1955 they have started operating confidently. The rapid growth story gave them huge success. They opened their 100th outlet in the year 1959. Today it is the public owned organization in US and one of the leading fast food chains globally. McDonald’s is...
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Burberry: Successful Brand Leadership
8 pages (2000 words) , Download 2
...brand. Burberry has exploited the marketing opportunities and the brand extension strategies to promote the brand towards the young age group who are very much aware regarding fashion and style. Burberry has effectively managed the brand and maintains the leading position in international fashion industry. In present days, the Burberry brand stands for authentic British heritage, quality products and modern as well as classic fashion items. The logo of Burberry has... ?Burberry – “Successful Brand Leadership” Table of Contents Table of Contents 2 Introduction 3 Literature Review 4 Luxury Brand Management 5 Strengthening Brand Performance 5 Product Portfolio Amendment 8 Brand Positioning 8 Analysis 9...
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Marketing
5 pages (1250 words)
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...brand extension into an international market. To begin with, brand extension may be termed as the extension of a new product category normally under the main or parent brand. The brand name, from which its extensions are made, constitutes the parent brand. Studies reveal that extensions may take place under two state; banner names or product categories (McGrath 2005, p. 19). Various reasons as to why a company may... ? MARKETING By Lecturer: of Affiliation: and Marketing Effective Positioning Is Vital Element of International Brand Strategy According to research, positioning is a category of marketing communication that has a significant responsibility in improving the desirability of international...
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Branding Marketing Essay
3 pages (750 words)
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...extension Although the product predicted in the text offers satisfaction to consumer expectation, the challenge offered is the airline product targets a universal consumer, where guarantee is accorded in customer demand. A better brand extension had been the introduction of LG electronics in the LGE products within the U.S. market. This had been witnessed in the recorded increase in sales and the gain of a 24% market share. This meant that the consumer market had anticipated the launch of the product and presented the growth in according a 95% consumption rate (Angle, 2008). The LG product through LGE obeys the established rules of brand extension according to Tauber (2011... ? Part Critique and Better...
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Burberry Successful Brand Leadership
8 pages (2000 words)
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...brand. Burberry has exploited the marketing opportunities and the brand extension strategies to promote the brand towards the young age group who are very much aware regarding fashion and style. Burberry has effectively managed the brand and maintains the leading position in international fashion industry. In present days, the Burberry brand stands for authentic British heritage, quality products and modern as well as classic fashion items. The logo of Burberry has... Burberry – “Successful Brand Leadership” Table of Contents Table of Contents 2 Introduction 3 Literature Review 4 Luxury Brand Management 5 Strengthening Brand Performance 5 Product Portfolio Amendment 8 Brand Positioning 8 Analysis 9 Produc...
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Building a Strong Brand within the Fashion Industry
8 pages (2000 words)
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...brand has a personality which is an extension of its founder. The personality of the founder has been shown as youthful by the company, so the strategy of Armani is to target youths make sense. Brand management is also about effective story telling through proper channels of communication. This story telling should be emotional and connect with the customers. Thus the decision of Zara not to outsource its production to China was seen as emotional one by the customers (Torun, 2007... ?Conclusion 6 Introduction The conclusion chapter presents the finding of the research conducted and discusses each of the research objectives along with implications of the research and future research which needs to be...
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How Samsung Electronics build up powerful brand in electronic market
40 pages (10000 words)
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...brand 10 2.2 Brand personality 13 2.3 Brand management 17 2.3.1 Brand Equity 18 2.3.2 Brand Loyalty 19 2.3.3 Brand Awareness 21 2.3.4 Brand Association 22 2.3.5 Brand Extensions 24 2.4 Brand image creativity 25 2.5 Branding by Samsung 26 Chapter 3 Research Methodology 29 3.1 Introduction 30 3.2 Quantitative Research Methods 30 3.3 Qualitative Research Methods 30 3.4 Rationale to Use Qualitative Research Methods 31 3.5 Research Philosophy 32 3.6 Techniques for Data Collection 32 3.7... How Samsung Electronics Built up a Powerful Brand in Electronic Market It is now a common perception that branding is a fundamental elementin ensuring the success of any business and more specifically the consumer...
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The Impact of Price Changes on the Brand Equity of Toyota in Saudi Arabia
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...brand (del Rio, Vazquez and Iglesias, 2001). With regards to business expansion, brand equity makes it easier for any business organization to penetrate an entirely new local or foreign market (Jain, 2003, p. 282). It means that having a strong brand equity opens an entirely new marketing opportunities for a company. For instance, the brand of a mother company can take advantage of brand extension when selling an entirely new product line in the market (Kepferer, 2012, p. 512). According to Masterman and Wood (2006, p. 237), the use of sponsorship is equally effective in terms of creating brand awareness among a new group of target market... ? DOCTOR OF BUSINESS ADMINISTRATION Definition and Mapping of...
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